Differences in Cultural Expectations and Sensitivity in International Business: A Case Study of Sainsbury in China

This report explores the cultural differences and sensitivity in international business, with a focus on Sainsbury's expansion into China. It applies theories of international and intercultural communication, evaluates cultural sensitivity, discusses communication barriers, and provides strategies for success.

Differences in cultural
expectations and
differences in cultural
sensitivity

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Briefly introducing china as developing country.........................................................................3
Applying the theories of international and intercultural communication....................................4
Critically evaluating cultural sensitivity when operating business in selected developing
country with examples ................................................................................................................6
Discussing and analysing the different communication barriers experienced by foreign
businesses.....................................................................................................................................7
Providing communication strategies and recommendation to enable the company for
succeeding in China.....................................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Differences in cultural expectation are mainly defined as the culture is set of beliefs , set
values, preferences and behaviours. These are the process of behaving in the acceptable way.
The cultural differences in the sensitivity is mainly defining about the similarities and the
differences which pertain between tow countries. It mainly aims in includes in accepting the
diversity and the different backgrounds between the individual which are residing in that county.
The international business and the communications is the practice which mainly occurs between
the international borders which mainly influences and effect the globalization. While operating
the business at the international level the good communication practices helps in maintaining
better relations and aid in inducing better dealing between the countries. The international
business communicants aids in concerning about the communication between the business to
business, between two individual and the counties reducing at the two borders. The international
communication scope is being increased due to increase into the global market operations. This
report provide details about Sainsbury entering into developing country in china market. It is
recognised as the retailing its business while Selling the food and non-food products to large
number of consumers in the dynamic market operations. Providing brief introduction of china.
Further applying theories of international and intercultural communications on china. Also
critically evaluating about the cultural sensitivity with examples. Further analysing different
communications barriers experiences by foreign business in selected country. Lastly providing
communication strategies and the recommendations to succeed in the particular country.
MAIN BODY
Briefly introducing china as developing country
For expanding the business into china market, it is recognised as the largest developing
country with pertaining with second largest economy in the world. The country is improving
forwards with constantly improving in the access to health, educating and in the business. The
country is constantly shifting and ever-increasing improving its affects by attaining the
vulnerabilities with achieving set standards. The country is highly recognized for growing the
resources with consisting of intensive manufacturing processes by leading and mitigating the

environment (Belyakova and Belyakov, 2021). With constantly improvements by adopting all
the latest technical development while operating the business as for achieving the great heights
with operating in the developing the economy by valuing and offering highly operating services
from investing to consumptions (Chin and et.al., 2021). Expanding the supermarket stores in the
china markets aid in attaining various growth opportunities and benefits for the business. As the
china operates with establishing favourable government policies which helps in incubating
supportive with supporting the creativity and innovation. further more, As with the favourable
taxation and the investment opportunities to the business aids in attaining growth. Further more,
by investing into the developmental country it helps in providing the talented individual with
vast growth opportunities consisting of stabilised economy as a whole. The country is leading
with attaining the nominal GDP as the second largest economy (Jangda and et.al., 2022). It is
recognised as the major trading hub which helps in better understanding and better operating by
accommodating the global markets. This country has established the innovative landscape which
helps in achieving economic growth.
Further it benefits the business while-expanding into the china country as it aid in
charging low cost for operating and establishing the business operations in the china with
providing the low tax, establishing the competitive currency practices. While operating the
business into the stabilise economy helps in attaining growth and Working with better
performance. But the cultural practices in china and the country as the UK differs drastically as
the taste , preferences, communication patterns and the social value differs from each other (Rötz
and et.al., 2022). Thus, expanding business into the developing country as china results in
favourable conditions with attaining growth in the business while operating the supermarkets
into the developing chin market.
Applying the theories of international and intercultural communication
International communications is mainly defined as the study which aid in occurring
between two country. This helps in breaking don the barriers and results in enhancing the self
awareness and the communication between two countries. Also the intercultural communication
is the process which helps in defining about the communication which takes places between two
cultures. As while expanding the business from the UK to the developing country as china, the
cultural change with all the taste and preferences differs from one country to another (Hendy
Montargot and Papadimitriou, 2021). With applying the hofstede theory of international

communication aid in explaining about the effects different culture , values and the behaviour
pertaining among two country.
The power distance index: It mainly aids in defining about the degree of inequality which
exits between the individual with and without exercising the power. The high power index result
in indicating about ascertaining the inequality and the hierarchical distribution among the
society. As in UK, the PDI results around 35% which believes that the inequalities pertaining in
the society and in the country must be minimised (WHAT IS INTERCULTURAL
COMMUNICATION, 2022). But in the china the country PDI results around 80% this is the
society which is accepting the inequality among the people while operating the business. Thus,
This it indicates about the great level of the cultural differences pertaining in the china while
expanding the business into the developing country the company must understanding and
examines the culture before investing and expanding into the china due to high PDI.
Individualism versus collectivism: This aim in stressing over the importance of the
community and working as a whole in the collectivism but in the individualism it stresses over
the individual freedom and the independences of the individuals. While operating in UK market
the 89% of the cultural groups are operating which are highly individualistic and the practices
individuals whereas china is highly collectivistic country operating with goals of achieving
collectivism by addressing the group and countries rights and interest.
Masculinity and femininity: It mainly defines as the preference in the society for the
achievements, rewards results for success whereas in the feminism is the preference for
cooperation , care results in weak quality of life (COUNTRY COMPARISON, 2022). As the chin
is mainly masculinity society which is mainly driven by the rewards for achieving success, but
many Chinese individual result in sacrificing the family and the leisure Working prioritizes.
Further more, Whereas the UK is also masculine country whether is no change into the
percentage the county is mainly valuing competition with being modest as for measuring the
quality of living.
Uncertainty avoidance: This mainly aims in describing about the societies reaction with
different cultural uncertainness and while tolerating the uncertainty and the unpredictable events.
The UK is capable of tolerating around 35% and it is comfortable in handling the unpredictable
situations. Whereas in china is 30% capable of handling the uncertain situations. Thus, the
uncertainty avoidances is better in UK than the china.

Long term orientation versus short term orientation: long term orientation is mainly
describing about the county is valuing the presents changes, the UK is long term orientation
where all the society group individual linking to the past. The UK is scoring around 51% which
indicates about the cultural and the society is valuing the past for dealing all the challenges
coming in the future, whereas the china is around 87% which is easily adopting the changing
conditions in while working and operating the business into the dynamic environment.
Indulgence versus restraint : As the indulgence mainly aid in aligning the life or living
happily and having fun. As in UK, the 69% of the UK as t is contributing and willingly realising
the desire for enjoining and having fun. Whereas china accounts for 24% which is nit
emphasizing more on fulfilling the desires. Further, As the individual living in china control their
desires. With using the social science approach aid in observing the behaviours, it helps in
examining the individuals in different situations. This aids in comparing the behaviour for
describing the individual from the different culture.
Critically evaluating cultural sensitivity when operating business in selected developing country
with examples
Cultural sensitivity is mainly defining about the difference which needs to be ascertained
while entering and expanding the business into the developing country as of the china. These are
maintain the similarities and the differences which is existing between the individuals.
Understanding the cultural sensitivity is very important for expanding the business into the china
country from the UK markets because it helps in responding and allowing to recognise and adapt
the ways in which the individuals operates and response to the Working while respecting their
cultural backgrounds. As for expanding the business into the china markets understanding its
cultural, norm , values, preferences and the benefits of the individuals is must. As this helps in
offering the products which results in fulfilling the satisfaction of the individual while expanding
the business into the developing country for attaining growth with expanding the market
operations.
With expanding the business into the china markets the cultural differences between the
UK and the Chinese markets impacts with operating the business as the language, the verbal
communication impacts in operating the business from the UK to Chinese markets. As with
Operating the business in the china, the cultural practices and the sensitive in its nature aids in
Matching the Working and the business operations in the country (Makowski and Bebenroth,

2019). As while operating the business in china market aids in following the hierarchical in
nature. Maintaining the relation in the country is mainly based on the solidarity. Also the strictly
followed business procedures in taking the decisions is being followed in the country for
considering the problems and solving with considering various alternatives with respecting the
hierarchical processes. Further the changes in operating the business by following all the
practices in punctual manner with strictly valuing the time level. Further more the huge social
differences between the Chinese and the UK market culture as for greeting the collogues and
building relations. Also, the UK culture is less hierarchical than the china market (Ip and et.al.,
2021). Following the relaxed working culture in the UK aid in impaction with going into the
market with strict rules and regulations with following more hierarchy in nature.
Example: while entering and expanding the business operations for negotiating the
business results in building long term relations with the individual as for frequently reaching and
organising the meetings. Further more operating the business in more polite manner and being
punctual and honesty is the key to operate the business into the china market. Thus by ascertain
the cultural sensitivity helps the Sainsbury in expanding the business by considering all the
cultural norms followed by the china market and helps in inspiring with adopting more creativity
and innovation into practices while operating into serving the china market with offering better
quality of products. Whereas various challenges faced by the company while entering into the
different cultural market as the language and the currency barriers mainly impacts operating the
supermarket stores in the china.
Discussing and analysing the different communication barriers experienced by foreign
businesses
Communication barriers mainly aims in defining about the hindrances which is faced by
the business while operating the business into the developing country, various barriers faced
while operating and expanding the business operations into new markets as :
The inadequate and incorrect use of communication channels in china; the compunction
channel used by the UK businesses differs from these Chinese market operations, while
operating and expanding business into the china markets (Nacef and et.al., 2019). more over, As
the main channels adopted as the facial expressions, gestures and being more polite while
working in the company with serving the consumers with food and non-food products of
Sainsbury.

The language barriers while working and operating the business into China markets aids
in impacting the business at great contexts. With This mainly induces and educate all the staff
personnels with familiarizing the languages used in the china markets for operating the business
in the successful manner. This barrier impacts the Sainsbury operations to great extent with
ascertaining and retaining the target consumers market. With The departmental differences
impact the business operations, as it is mainly arising from the different Working individual and
the opinions by not able to collaborate and work with group ad teams. The different working
style for operating the business results in arising communication barriers.
The indirect compunction styles is being followed in china this results in difficulty for
understanding the message being communicated to others because the direct communication
channels followed in UK (Pantano and et.al., 2021). Further more the language barriers leads in
the hindrances and impacting the company with adopting the different language while Working
different country.
Thus, these all communication barriers results in impacting the company operations and
hinders in achieving the growth for the businesses (Mangla, 2021). All these barriers impacts the
Sainsbury operations while operating and expanding the business into the new and developing
country. Further more, for operating into the developing country the company must train al its
employees with understanding its language and all the cultural differences for familiarize the
changes which impacts while entering into the new market.
Providing communication strategies and recommendation to enable the company for succeeding
in China
Communication strategies mainly used as for effectively communicating for the business
for achieving growth and achieving better performance. For succeeding the business operations
in the china market these company must opt for understanding the differences as by respecting
the cultures an understanding the diversifies the preferences. Further the Sainsbury must adopt
for creating the common culture with shared goals and beliefs for expressing the culture and
the preferences adopted by the individual in the china market. This helps in understanding the
taste and beliefs for satisfying the consumers and offering various products according to fulfil the
taste and wants of the individual in the dynamic market. The company must opt for gentle
politeness and forming the policy according to ascertaining the Chinese business norms which
helps in building trust between the consumers and using more direct and indirect

communication channel helps in developing more western culture and adopting the changes
while operating in the Chinese market.
Understanding the differences of the individual Working in the china market and
expanding the business operations helps in developing and improving the communication
barriers occurred while understanding the language of china market.
CONCLUSION
From the above report it can be concluded that, communication barriers occurred while
expanding the business into the china markets helps the Sainsbury in achieving growth and
attaining better performance. For entering into the new market by expanding business operations
helps in developing the businesses. Further more, Also applying the hofstede cultural model
helps in understanding the cultural differences between the UK and the china market. Further
more the cultural sensitivity aid in impacting the business operation's of the Sainsbury. Also
various communication barrier impacts in entering into the developing country. Lastly with
adopting various communication strategies helps in succeeding Sainsbury in china market.

REFERENCES
Books and Journals
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Pantano, E., and et.al., 2021. Tweets to escape: Intercultural differences in consumer
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